From the author of the business bestseller Permission Marketing, the man Business Week called the 'Ultimate Entrepreneur for the Information Age' comes a book of essential truths about building a better website. Everyone who surfs the web knows that some sites are better than others. Now marketing guru Seth Godin identifies and illustrates the crucial guiding principles behind creating websites that satisfy visitors and keep them coming back for more. Once upon a time it was believed that web surfers had plenty of time, knew exactly what they wanted, and made considered decisions with each click. Before long, however marketers asserted that surfers that surfers were busy, ill-informed and impatient. Data would later reveal that the marketers were right. Thus, according to Seth Godin, anyone building a website should think of every visitor as a monkey - in a big red fez. Monkeys want to know one thing: Where's the banana? If the banana isn't easy to see and easy to get, the monkey is as good as gone. Expanding upon this premise, Godin uses real-life examples to explain why no website sould try to be all things to all visitors, how and why the mantra 'customers first' applies to websites, why it's incredibly important to think proactively about serving online customers, and more. Packed with wisdom and practical applications, The Big Red Fez is an essential tool for anyone involved in the web.
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"Business Week"Seth Godin is the ultimate entrepreneur for the Information Age.
--This text refers to an out of print or unavailable edition of this title.
About the Author
Seth Godin was founder and CEO of Yoyodyne, the leading interactive marketing company, which Yahoo! acquired in 1998. He was Vice President of Direct Marketing at Yahoo! until he left to lecture full time. He is the author of several bestselling business books.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
By Db Weedon
Format:Paperback
This book contains useful and practical advice for optimizing a range of websites. However, its focus is on websites that aim to generate direct income by selling products or subscribtions. Much of the information is less useful for websites that serve as marketing and brand buidling tools that aim to generate indirect income.
7 of 8 people found the following review helpful
By Mikey Smiley
Format:Paperback
What a very odd & strange book.
I purchased this on Amazon without actually flicking through it. One of the dangers of online purchasing I suppose.
I have heard of the author - he wrote some well regarded books on the issue of permission based marketing. The tag-line of the book was: how to make any Web site better. Buyers beware of any book with a cheesy / overly-simplistic tag-line.
So to the book itself.
Over Christmas with a bit of time to spare I started reading this book. Two short sessions is all it took to complete this book. I could easily have completed it in one reading. There is 108 pages in the book, every second page is a picture & the pages that do have writing on them - consist usually of about a half page of text.
The author presents a number of Web-sites & outlines how they could be improved. To be honest the author picks on lame sites & explains their failings. A fairly easy task you may think - & you may be very right in thinking this.
This book is from 2002 - Hadn't realised this at the time of purchase.
Seth Godin is a marketing man - & this book is marketed at those people who do not know a lot about Web-sites . After reading this book these people will still know very little about Web-sites.
It is a nothing of a book - & unlikely to encourage you to read this author again. I have another book by the author - Survival is Not Enough. Really looking forward to reading it - Not.
A visitor takes 3 seconds on average to decide whether to stay on a web-site. I would think it is less than 3 seconds for your average reader to decide on the value of this book.
Books like this are of historical interest at best. The author should really update the content or he will disappoint additional readers like myself.
I purchased this on Amazon without actually flicking through it. One of the dangers of online purchasing I suppose.
I have heard of the author - he wrote some well regarded books on the issue of permission based marketing. The tag-line of the book was: how to make any Web site better. Buyers beware of any book with a cheesy / overly-simplistic tag-line.
So to the book itself.
Over Christmas with a bit of time to spare I started reading this book. Two short sessions is all it took to complete this book. I could easily have completed it in one reading. There is 108 pages in the book, every second page is a picture & the pages that do have writing on them - consist usually of about a half page of text.
The author presents a number of Web-sites & outlines how they could be improved. To be honest the author picks on lame sites & explains their failings. A fairly easy task you may think - & you may be very right in thinking this.
This book is from 2002 - Hadn't realised this at the time of purchase.
Seth Godin is a marketing man - & this book is marketed at those people who do not know a lot about Web-sites . After reading this book these people will still know very little about Web-sites.
It is a nothing of a book - & unlikely to encourage you to read this author again. I have another book by the author - Survival is Not Enough. Really looking forward to reading it - Not.
A visitor takes 3 seconds on average to decide whether to stay on a web-site. I would think it is less than 3 seconds for your average reader to decide on the value of this book.
Books like this are of historical interest at best. The author should really update the content or he will disappoint additional readers like myself.
7 of 8 people found the following review helpful
By Stephen Bell
Format:Paperback
I read the electronic version of The Big Red Fez. I'm a new media and marketing person but it's always good to be reminded of the basics of what we're trying to achieve.
Seth's critique of some of the best known names on the Web is refreshing. Not all of them come out well, I might add - and looking at the sites he criticises, I find myself saying "Yes, he's right about that!" Not even the big boys get it right, which leaves plenty of space for my customers to do better!
It's not only a "must read" it's a "must re-read at regular intervals" to remind us all that without the fundamentals being correct, a web presence degrades to an online company brochure - if that.
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3.9 out of 5 stars
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Most Recent Customer Reviews
4.0 out of 5 stars
Big Red Fez
Great title! full of provocative ideas. Genuinely stimulating. It's a "does what it says on the tin" book and so shouldn't disappoint.
Published 1 month ago by J. Hughes
5.0 out of 5 stars
Comic brilliance - instructional gold.
As with everything Mr. Godin writes, this book is fabulous to read. Even if you're not interested in learning to promote a web site - as with all Godin's writings, it's brilliantly... Read more
Published 2 months ago by Gino
5.0 out of 5 stars
The Big Red Fez
If anyone is serious about building a web site, this book is a must read first. If more people followed the excellent information contained in it, then they would be making more... Read more
Published 14 months ago by Neil Mason
5.0 out of 5 stars
Short but very useful primer on building your website
I never normally write it books, that's not my thing at all but my copy of the big red fez has scribbles, comments, highlights and exclamation marks on every page. Read more
Published on 2 Nov 2010 by A. Halfacre
1.0 out of 5 stars
Old and dated - buy a newer book
The web has moved on significantly since this book was written. There are better, newer books around covering the usability. Read more
Published on 26 Jan 2009 by Brookhouse
4.0 out of 5 stars
Nice simple book with great case studies
Another Seth Godin easy read with great practical (and real) ideas to work on. See how other people are going right and wrong. Read more
Published on 30 Dec 2005 by C. Killick
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